Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

10.
Objectives vs Fire - Ready - Aim • Give it a try was ﬁne when it was small • Start with your marketing objectives and strategies • Objective • Strategy • Target Market • Social Media • Substantiation • Time and Money• What media will be more effective? 10

53.
The Best Wine Social Media Practices Live Authenticity Be Up To Date Set Community Expectations Participate in Dialog Encourage Interactions Solicit A Call To Action Provide Cohesive Foster Advocacy Branding Twitter is similar Source: J. Owyang, “Altimeter Report:The 8 Success Criteria For Facebook Page” i 53

72.
Summary• Social Media = Social Interaction + Digital Media• Social Media is big ... but so are many other marketing opportunities• What is your Objective, Strategy and Metric?• Think EdgeRank: Views, Likes are too passive, want Comments & Shares (@, RTs)• Inﬂuencers are an order of magnitude more important due to size and responsiveness of their social network• Wine Social Media Campaigns want to Connect - Engage - Inﬂuence by • building networks, encouraging participation, being responsive, & motivating fans to create and share stories• Use Metrics: compare one period vs another, do it manually or by Social Connect• Software: vintank’s Wine Directory, Social Connect, Social Candy 72

73.
What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it • Software 73

74.
Why Mobile?• 365mn iOS devices, 1.5 trillion push notiﬁcations, 10 billion tweets from iOS5 (Apple)• More iPads were sold than any other PC brand this year (Apple)• 50% of US consumers now own smartphones, and that increases by 1% per month (Neilson)• 39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’ (Wine Market Council 2010 study)• Mobiles and Tablets can be used EVERYWHERE• Jargon: operating software • iPhone/iPad: iOS (Apple) • Samsung, HTC, Motorola etc: Android (Google) 74

75.
What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it • Software 75

83.
Objective Example• Business Objective: • Boost Margins and Volume by changing to a Higher Value Customer Mix.• Marketing Strategy > Promotion > Internet Marketing: • Strategy: Encourage more repeat purchase from Traditionalists. • Consumer Insight: “They may want to buy their favorite wine while on the train, bus, or trafﬁc jam on the way home from work.” • Promotion > IM: Increase repeat sales with Traditionalists through enabling them to buy wine no matter where they are • Action: develop an iPhone and iPad app with an eCommerce facility• Metric / KPI: • Google Analytics for Mobile: Sales “Conversions” or “Assisted Conversions” total $1000 pm by X 83

89.
Summary• Most of our target market will have a smartphone and/or tablet• 39% of core wine drinkers use wine related apps• Does a mobile device help you achieve a business objective?• Make sure you at least have a mobile website• Choose between Native vs Web, I recommend Native• Specify exactly what you want• Discuss with me, I may have something coming up that suits your business 89